The average price of a bottle of wine in the UK is £5.68 (Nielsen) and duty has just gone up, so those leading brands are being sold for well below average.

Meanwhile, Torres Sol is on offer at six bottles for £24.75, which works out at £4.12 per bottle. If shoppers prefer Pinot Grigio, Asda’s Extra Special Pinot Grigio is also £4.12 a bottle.

Morrisons moved first in the pre-Christmas BWS price wars with some eye-catching Black Friday deals, which included selling bottles of I Heart wine for £4 apiece.

Now Asda is fighting back with huge discounts of its own as the fight to win footfall among Christmas shoppers heats up.

April Shiels, Asda wine buyer, said: “We want to help our customers make the most of the excellent quality wines on offer at Asda, which is why we’re offering them the chance to treat their taste buds and explore over 500 wines for less this festive party season.

“With everything from rich reds, to elegant sparkling wines on offer, there’s something for everyone to get into the party spirit and customers can make the most of this offer by stocking up on their favourite bottle or mixing and matching to sample a selection of wines – perfect for Christmas gifting.”

Not to be outdone, Sainsbury’s has an identical offer of 25% off when shoppers buy six bottles of wine included in the promotion, and it also allows for mixed cases.

Brands like Blossom Hill, I Heart, Mateus, McGuigan and Vina Maipo all sell for £5, so the offer takes them down to £4 per bottle.